Together with you, we are changing the world
How People for People achieves impressive reach through Google Ads Demand Gen
The Demand Gen campaign for “People for People” was a compelling example of how digital advertising can be used effectively to spread the message of an NGO and raise awareness of important projects. With the right campaign type, targeted approach, a correct bidding strategy and emotionally appealing content, the message “Together with you, we are changing the world” was carried into the world and inspired many people.
- NGO that has been active in Ethiopia for over 40 years.
- Projects provide access to clean water, education, medical care, fertile soils and new income opportunities
- Based in Germany, Austria, Switzerland, Belgium
- Project period: 2024
Challenge
For the “Mit dir” project with the guiding principle “Together with you, we are changing the world!”, an awareness campaign was to be carried out that would bring both the organization name “People for People” and the project to the attention of a broad target group and at the same time promote a high level of interaction with the campaign.
The goal: To reach as many people as possible in order to illustrate the power of the community and the importance of individual support.
Especially in the pre-Christmas period, which is so important for aid organizations, it is crucial to reach as many people as possible and draw attention to our work. Thanks to the professional support from e-dialog, we were able to implement a successful demand generation campaign. This achieved a very good reach with a significantly higher click rate than with classic campaigns. A successful showcase of how digital strategies can help to manage budgets efficiently and achieve corresponding output. This is particularly important for us as an aid organization.
Measures
In order to achieve maximum attention, a demand gen campaign was launched via Google Ads. The campaign focused on the following measures:
- Bidding strategy “Maximize clicks” to reach as many potential supporters as possible.
- Visually appealing advertising material (image and video) that emotionally conveyed the central messages of the “Mit dir” project.
- Precise targeting to address relevant target groups in Austria and to make the campaign optimally visible (e.g. “Custom Intent – NGO / Africa Custom”, “Custom Affinity – NGO / Africa”, “Interest Donors and Volunteers for Non-Profit Purposes”)
The campaign was a complete success and achieved remarkable KPIs.
Results
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01
Impressive reach:
3,685,735 impressions led to enormous visibility and effective targeting of the target group.
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02
Strong engagement:
With 62,022 clicks, there was a high level of interest and engagement from the target group for the project.
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03
Cost efficiency:
1,065,459 individual users were reached, making the campaign a cost-efficient measure with minimal costs per contact.
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04
High relevance and interaction:
The click-through rate of 1.68% shows that the high reach not only ensured visibility, but also specifically motivated interaction. With an average of 3.5 impressions per user, the message was effectively reinforced and sustainably anchored in the awareness of the target group.
- Impressions Awareness
- Clicks Engagement
- Efficiency Increase Lorem ipsum dolor
- % Click-through rate Relevance
